小数字大作用——经济和环境反馈干预对群体节能行为作用效果的现场对照实验  

Making Small Numbers Count-A Field-Controlled Experiment on the Effect of Economic and Environmental Feedback on Group-Level Energy-Saving Behaviors

作　　者：刘满芝[1] 杨亚欣 白小雨 吕雪晴[1] 李秀平 方淑婷 Liu Manzhi;Yang Yaxin;Bai Xiaoyu;Lu Xueqing;Li Xiuping;Fang Shuting(School of Economics and Management,China University of Mining and Technology;School of Business,National University of Singapore)

机构地区：[1]中国矿业大学经济管理学院 [2]新加坡国立大学

出　　处：《营销科学学报》2024年第3期131-154,共24页Journal of Marketing Science

基　　金：国家自然科学基金项目(编号:72374197、71874186、71974190);国家社科基金重大项目“绿色低碳消费的政策体系构建研究”(编号:22ZD&137);中央高校基本科研业务费专项资金项目(编号:2023SKHQ03、2023ZDPYSK03)的资助。

摘　　要：私人消费领域中的个体或家庭节能行为已日益受到重视,然而对于群体消费情境下的用能者而言,如何促进其主动节能还缺乏关注。为了评估信息反馈策略激励群体用户节电行为的有效性,本研究开展了一项为期18周的现场对照实验。根据节能动机的差异,实验分为3个实验组(经济型反馈组、抽象环境型反馈组、具体环境型反馈组),并设置一个无干预对照组,以评估三种干预策略促进节电行为的有效性。实验以电力系统记录的居住者的真实用电量数据为依据,运用倾向得分匹配-双重差分法,分析三种干预策略的节电效果。结果显示:经济型反馈组和具体环境型反馈组可以显著促进群体用能者主动节电。其中,经济型反馈组的节电效果最好(14.4%),其次是具体环境型反馈组(6.2%),而抽象环境型反馈组与对照组无显著差异。干预策略的长期效应检验进一步发现,随着干预停止,经济型反馈组和具体环境型反馈组的节能效果仍然存在。干预停止后,具体环境型反馈组的节电效果更好,证明了具体环境型反馈策略的长期有效性。此外,本研究还发现:群体特征异质性也会影响不同干预策略的节电效果。这些结论为如何在群体消费情境下利用反馈干预措施节约能源提供了依据和可行的建议。Increasing attention has been devoted to individual or household energy conservation in the private sector;however,there remains a gap in addressing the promotion of active energy conservation among energy users in group settings.To assess the effectiveness of information feedback strategies in motivating group users to save electricity,an 18-week field-controlled experiment was conducted.In view of the difference in energy-saving motivation,three experimental groups(economic feedback,abstract environmental feedback,and concrete environmental feedback)were established.A no-intervention control group was also included to evaluate the efficacy of the intervention strategies in promoting electricity conservation.Based on the real electricity consumption data collected from occupants via the power system,the PSM-DID method was employed to analyze the electricity-saving effects of the three intervention strategies.Results indicate that both the economic feedback and concrete environmental feedback groups significantly fostered active electricity conservation among group users.Among them,the economic feedback group exhibited the most substantial power-saving effect(14.4%),followed by the concrete environmental feedback group(6.2%),whereas the abstract environmental feedback group showed no significant deviation from the control group.Long-term effect testing of the intervention strategies further revealed sustained energy-saving effects in both the economic feedback and concrete environmental feedback groups even after cessation of the intervention.Notably,the concrete environmental feedback has better electricity-saving after the intervention stopped,which proves its long-term efficacy.Furthermore,the study identified that population heterogeneity influences the power-saving effects of different intervention strategies.

关 键 词：反馈框架 节能行为 长期效果 双重差分 现场实验 

分 类 号：F206[经济管理—国民经济] F426.61